SickKids Foundation begins Join Your Crew campaign
The Toronto-based SickKids Foundation has begun a new phase of its ongoing "SickKids Vs." campaign called "Join Your Crew." Developed by Cossette, the fundraising campaign is aimed at residents of the Greater Toronto Area. It encourages consumers belonging to various categories of people to support the hospital. The campaign includes a two-minute online and cinema ad featuring actor Colm Feore and television personality Cheryl Hickey. This will be accompanied by 90- and 60-second television commercials, out-of-home advertising, digital materials and social media content. In addition, the campaign includes an influencer component conducted by Citizen Relations. Media work for the campaign is being conducted by OMD.
"Our goal is to rally the GTA by creating crews, empowering people and bringing them together based on characteristics and passions that they share with others," said Peter Ignazi, global chief creative officer at Cossette. "Whether you strut the catwalk or the sidewalk, whether you cycle on two wheels or even in training wheels, or whether you're a first-miler or a marathoner, we are all a critical part of a SickKids Crew. It's time to join in the mission to build a new hospital that will lift paediatric healthcare to new heights for future generations."